Wipes in the Netherlands

PROSPECTS

Positive economic conditions and demographics boost volume sales of wipes

Wipes recorded increasing volume sales in 2018, thanks to the positive economic conditions in the Netherlands. Due to their high unit prices, consumers buy wipes when their real disposable incomes increase.

Personal wipes benefits from the convenience trend

With busier lifestyles, consumers often prefer wipes because of their convenience. As a result, personal wipes benefited from this trend, with intimate wipes recording the fastest growth.

Maturity in home care wipes and floor cleaning systems limits volume growth

Unlike personal wipes, home care wipes and floor cleaning systems recorded volume declines in most categories in 2018, despite their convenience. These wipes are often considered outdated, and consumers prefer cleaning with consumer appliances such as steam cleaners and window cleaners, for instance.

COMPETITIVE LANDSCAPE

Kimberly-Clark overtakes Procter & Gamble Nederland to lead wipes

In 2018, Kimberly-Clark overtook Procter & Gamble to become the leading company in wipes, thanks to the success of its Page brand in the Netherlands. The company is active within baby wipes and moist toilet wipes with the Huggies and Page brands respectively.

Eco brands are starting to make inroads in wipes

Wipes is dominated by established brands in the Netherlands, such as Pampers and Zwitsal, amongst others. However, in 2018, niche brands focusing on sustainability started to make inroads in wipes.

Private label continues to gain share in wipes

Private label continued to see faster growth in wipes in the Netherlands than established brands in 2018. As most consumers do not view these products as necessary, many Dutch consumers are looking for cheaper alternatives.

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